The Effect of Influencers’ Content Characteristics on Followers’ Purchase Intention in the Hotel Industry: The Mediating Roles of Intrinsic and Extrinsic Motivations

Purpose: This study is to identify specific characteristics of influencers’ content that can effectively influence followers’ purchase intention, and how intrinsic (curiosity) and extrinsic (economic rewards) motivations affects the relationship between the influencers’ content characteristics and their followers' purchase intention in the hotel industry. Design/methodology/approach: The research utilized a non-probability snowball sampling method to gather primary data, which was obtained through online survey administered using Google Forms. The eligibility for the survey was also determined through three screening questions which were: 1) Do you use Instagram, 2) Is your age in these criteria: 18-43 years old, 3) Did you at least follow one Influencer on Instagram. Structural equation modelling (SEM) was used to test the hypotheses. Findings: This study found that information quality (rather than design quality and creativity) significantly impacted followers’ purchase intention. Besides that, this study validated the role of curiosity and economic rewards as mediators between design quality and followers’ purchase intention as well as creativity and followers’ purchase intention. Conversely, economic rewards had a negative mediating effect on the relationship between information quality and followers’ purchase intention. Curiosity, however, did not mediate the relationship between information quality and followers’ purchase intention. Research limitations/implications: Although this study offers valuable insights into how Instagram influencers influence their followers' intention to book hotels in Malaysia, the findings may not be applicable to other social media platforms or age groups. This research provides valuable perspectives on how influencers can enhance their effectiveness in brand and product promotion by strategically curating their Instagram’s content. Originality/value: This study contributes to existing literature by addressing gaps in understanding the impact of influencers' content on followers' purchase intentions, while also exploring how intrinsic and extrinsic motivation mediate this relationship within the hotel industry.